The evolution of U.S. temperance movements since repeal: a comparison of two campaigns to control alcoholic beverage marketing, 1950s and 1980s.

This paper compares the politics of a failed religious movement to ban alcohol advertising in the 1950s with the politics of a more secular, and partially successful, movement to regulate alcohol marketing in the 1970s and 1980s. Although the contexts of the two marketing control movements were quite different, the continuities were equally striking. Both employed arguments about youth, social order, and the power of mass media.